Creativity

Maisie Williams Parodies Beauty Ads in a Spot for Three

'Game of Thrones' Star Pokes Fun at Cliches to Promote Mobile Brand's 4G Super-Voice

By Alexandra Jardine. Published on Sep 15, 2016

Editor's Pick

"Game of Thrones" actress Maisie Williams is the star of an online film from U.K. mobile brand Three that pokes fun at steretoypical beauty industry ads.

The social media ad, by Gravity Road, parodies the cliches of skincare testimonial advertising to explain how 4G Super Voice technology from Three can help eradicate mobile network "blackspots."

Williams, glossily made-up and dressed for the red carpet, speaks about how blackspots ruined her life until she discovered Three. Not only does she completely nail the tone of tired beauty ads, she's totally hilarious. "I'd just sit inside feeling totally disconnected," she explains, as we see footage of her sitting at home make-up free in sweatpants, staring into the face of a pet tortoise.

"Maisie's been up for the gag since first seeing the idea, and she injected lots of her own personality and creativity into the project," said Gravity Road Founding Partner Mark Eaves in a statement.

Helmed by TV comedy director Chris Faith, the film includes a "Here's the science bit," montage featuring nonsensical graphics as well as genuine personal photography of Williams as a child when she "had no friends and no stylist."

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Credits

Date
Sep 15, 2016
Agency:
Gravity Road
Client:
Three
Executive Creative Director:
Mark Eaves
Executive Creative Director:
Mark Boyd
Producer:
Joanna Osborn
Talent:
Joanna Osborn
Art Director:
Shruti Veeramachineni
Account Director:
Scott Broekhuyse
Additional Writing:
Rhodri Crooks
Additional Writing:
Peter Conolly
Additional Writing:
Philip Sinclair
Additional Writing:
Emma Penz
Production Company:
Fat Lemon
Director:
Chris Faith
Producer:
Josephine Gallagher

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